实用外贸英语市公开课一等奖百校联赛特等奖课件.pptx

Unit 3 On Price第1页 It is known to all of us that price,which should be carefully considered,is one of the most important factors in the international business activities.众所周知，价格是国际商务活动中应该认真考虑主要原因。Price is the money or other considerations exchanged for ownership or use of a product or service.The products price includes fixed cost,variable cost and expected profit.价格就是为取得或者使用某种商品或服务而支付货币货其它酬劳。商品价格包含固定成本，可变成本和预期收益。第2页 The fixed cost and variable cost of export products mean the total figure of production cost,selling cost,delivering cost,taxes and tariffs and some other unknown costs.出口商品固定成本和可变成本是指生产成本，销售成本，交货成本，普通税和关税以及其它不可预料成本所组成总成本。In any transactions,the buyer wants to buy cheap and the seller wants to sell dear.In order to get the expected target,the buyer or the seller should know the pricing strategies and other factors which can influence the price.在任何交易中，买方希望买最低价，卖方希望卖高价。为了到达各自目标，买卖双方都应该了解定价策略和其它影响价格变动原因。第3页 1.Pricing Strategy 定价策略定价策略 Pricing strategy is part of the process of developing an overall marketing strategy.According to objections of a company,the pricing strategy may be demand-oriented or competition-oriented.定价策略是制订整个营销策略过程一部分。依据企业目标，定价策略能够分为需求型和竞争型两种。第4页 Demand-oriented pricing examines the intensity of demand as expressed by consumers.Price varies with the intensity of demand for a product,with a high price charged where there is a high degree of interest in the product and a low price when demand is weak.需求型定价策略考虑是消费者表现出对商品强烈需求愿望。因为消费者对商品需求愿望不一样，价格也随之不一样，假如对某种商品需求尤其强烈，其价格也会高很多，如需求量小，该商品价格会很低。第5页 Competition-oriented pricing examines the pricing behavior of competitors.Firms which rely entirely on the competitive element to determine a price will set it at a level which is just above or below the prices obtained in the market.竞争型价格策略考虑是竞争对手问题。假如企业完全依靠竞争来决定价格话，该价格会高于或低于市场预期。第6页 Besides what have been mentioned above,the internal and external factors which can affect pricing should be noted.除此之外，还应考虑到影响定价内部和外部因素。Internal factors:（1）marketing objectives 营销目 （2）marketing mix strategies 营销组合策略 （3）costs 成本 External factors:（1）the market and demand 市场与需求 （2）competitors price and offers 竞争对手价格和条件第7页 In practical business negotiations,because bagging is a common occurrence,the buyer or the seller should not ignore the following items,which can also affect pricing.在实际商业谈判中，因为讨价还价是常有事，所以，不论是买方还是卖方都不可忽略以下原因，因为它们也对定价产生影响。fluctuation of the currency used in the transaction 交易中所使用货币波动性terms of payment 支付条款date of delivery 交货日期packing 包装第8页Everyone knows that negotiating price is a skill needing nerves of still.Once given the factors affecting prices,the buyer or the seller is now ready to select a workable price.In any case,the price will have to be somewhere between one that is too low to produce a profit and one that is too high to result in any demand.大家知道，议价是一个技术，需要从容和胆略。在了解到影响到价格原因后，买方或者卖方就应选择可行性价格。不论在任何情况下，价格既不能太低，也不能太高，应在二者之间。价格太低，无利润可言；价格太高，无需求可言。第9页 In business negotiations,even when the buyer has an advantage than the seller,because of overproduction,and is accordingly able to dictate terms,such as lowering the price,quickening delivery date and so on,he should consider everything on the seller attitude and give the reasonable price.Of course,when the seller has an advantage over the buyer,the same attitude should be adopted.在商业洽谈中，因为生产过剩等原因，即使买方比卖方具 有一定优势，并能提出种种条件，比如降低价格，缩短交货期等等，他也应该从卖方态度来考虑问题，并给予合理价格。当然，当卖方比买方含有一定优势时，也应采取一样态度。The most important factor for the buyer to bear in mind is that the price it accepts in a contract ought to be competitive in home market.对买方来说，最主要是切记在协议中接收价格应在国内市场含有竞争力。第10页2.Pricing Object 定价目标 Every market task,including pricing especially,must be directed toward the achievement of a goal,in other words,management should decide on its pricing objectives before determining the price itself.The objectives can be divided into two kinds:long-term objectives and short-term objectives.市场上每一项工作，尤其包括定价，必定是为了达到某种目。换而言之，经营者在决定价格本身之前，必须首先明确定价目标。定价目标可分为两类：长期目标和短期目标。第11页 Long-term objectives are usually concerned with profitability and market share.Firms which consider price as a strategic marketing weapon will devote more attention to long-term price objectives than those which view price as a tactical instrument to gain short-term advantage in the market.长久目标通常是关于盈利情况和市场份额。有些企业把价格作为一个战术伎俩以求在市场上取得短期优势。与此相比，那些将价格作为战略性营销武器企业，则更重视定价远期目标。第12页 Short-term objectives are usually specified in annual budgets developed by the firm for a number of items including profits,sales volume and market share.短期目标普通表达在企业年度预算中，包含利润，销售额和市场份额等几方面。The main objectives whether long-term or shot-term,established by the company are oriented either toward profits,toward sales,or toward maintaining the status quo.企业所确定主要目标，不论长久还是短期，都是为了取得利润，扩大销量或维持现实状况。第13页3.Pricing Principles 定价标准定价标准 It is very complicated to make a good price for a product in the import and export business.In order to do it well,we should carry out correctly our pricing principles and be sure to master the changing trend of the international market.We must taken into account all the factors that may influence pricing and reinforce the calculation of cost,profit and loss.在进出口业务中，确定一个合理价格是一项十分复杂工作。为了做好这项工作，必须正确落实我国进出口商品作价标准，切实掌握国际市场价格变动趋势，充分考虑影响价格各种原因，加强成本和盈亏核实。第14页 In order to pricing properly,the following three principles should be adhered to:在确定进出口商品价格时，必须遵照以下三项标准：1.To price according to the international market.按照国际市场价格水平定价 The international market price is made on the basis of international merits and formed in the policies of different market competition,which can be accepted both by the buyer and seller.国际市场价格是以商品国际价值为基础并在国际市场竞争中形成，它是交易双方都能接收价格。第15页2.To price based on the situations of different policies of various countries and regions.结合国别，地域政策定价 In order to let foreign trade work in with the diplomatic policies,we should consider the policies of different countries and regions in the reference with the international market.为了使外贸配合外交，在参考国际市场价格水平同时，也可适当考虑国别，地域政策。第16页3.To price based on the purpose of purchasing 依据购销意图定价 The price of goods to be imported and exported can be made according to the international market,and be made based on the purpose of purchasing.That is to say,the price can be a little higher or lower than the international market.进出口商品在国际市场价格水平基础上，可依据购销意图来确定，即可略高于或略低于国际市场价格。第17页4.Pricing Methods 定价方法定价方法 In international sales of goods,the following methods of pricing can be used:在国际货物买卖中，可采取以下几个作价方法：（1）Fixed pricing 固定价格 The seller delivers and the buyer accepts the commodity at a fixed price agreed by both parties,neither party shall have the right to change the agreed price.买卖双方按约定价格交接货物和收付货款，任何一方无权要求对约定价格进行变更。第18页（2）Flexible pricing 暂不固定价格 The pricing time and the pricing method are specified in the price terms,for instance:“the price will be negotiated and decided by both parties 60 days before the shipment according to the international price level”.0r only the pricing time is fixed,e.g.“to be priced on July 15,by both parties”.在价格条款中明确要求定价时间和方法，如“在装船前60天，参考国际市场价格水平，协商议定正式价格”。或只要求作价时间，如“由双方在7月15日约定价格”。第19页（3）Partial fixed price and partial unfixed price 部分固定，部分不固定价格 The parties concerned only fix the price for the commodities to be delivered recently,and leave the price of the commodities to be delivered in the long term open.交易双方只约定近期交货部分价格，远期交货部分价格，则待以后约定。第20页（4）Floating price 滑动价格 At the time of pricing,the price adjustment is also stipulated,e.g.“if the concluded price for other buyers is 5%higher or lower than the contract price,both parties will negotiate to adjust the contract price for the quantity of the contract”.在要求价格同时，还要求价格调整条款。如“假如卖方对其它客户成交价格高于或低于协议价5%，对本协议数量，双方协商调整价格”。第21页 In order to master the pricing well,there are three techniques of pricing export products,which can be indicated as follows.为了把握好商品定价，给出口商品定价有三种基本方式：Cost-plus pricing approach 成本加成法 It is one in which the exporter calculates his costs and adds the desired mark-up to cover unassigned costs either in total or per unit.The chief merit of this approach is its simplicity.就是出口商计算出成本，再加上预期加成，以填补总产或单产中未分摊成本。这种方法主要优点是简单方便。第22页Break-even pricing approach 收支平衡法 It is a method in use by a number of firms which extends the cost approach somewhat along with the road to considering the market,and also the method of determining the quantity of sales at which the firms revenues will equal its cost identifying a break-even point at the specific price.Thus,there is a different break-even point for different selling price.Sales of quantities above the break-even point output result in a profit on each unit.The further the sales are above the break-even point,the higher the total and unit profits.Sales below the break-even point result in a loss to the seller.第23页 它是许多企业采取方法。它在一定意义上是企业将成本加成法延伸，并考虑市场一个方法，而且是决定企业收入等于支出时销售量确定在某一特定价格时损益平衡点方法。所以，每一不一样售价都有其不一样损益平衡点。超出该点销售量每个单位产品都产生利润。销售量超出损益平衡点越多，总产和单产带来利润就越高。低于该点销售量，会使卖方产生亏损。第24页Marginal pricing approach 边际成本法 Sometimes the export price set is much lower than the domestic price because of the complexities of the market and different policy-making considerations.In many cases,the company has more production capacity than the home market can absorb.Businessmen are naturally reluctant to reduce their prices.But the key to marginal pricing is to view home sales and export sales as separate compartment and to consider your export sales as extra sales.If you are recovering your fixed cost with your home sales,you can consider the extra cost of the additional products made for export to be only the variable costs involved.Marginal cost pricing is a generally used method to price an export product effectively.第25页 有时因为市场复杂性及制订政策时考虑不一样，所定出口价格比国内价格要低得多。在各种情况下企业生产能力大于国内市场容量，商人自然不愿意降低其价格。边际成本法关键在于视国内销售与出口销售分离，而把出口销售视为额外销售。假如国内销售就可收回固定成本，那么就能够认为出口产品额外成本只是可变成本。边际成本法是通常给出口商品定价有效方法。第26页5.Price calculating 成本核实成本核实（1）Profit and loss rate for export goods 出口商品盈亏率 出口商品盈亏率是指该商品出口盈亏额与出口总成本比率。盈亏额是指出口销售人民币净收入与出口总成本差额，前者大于后者为赢，反之为亏。其公式为：出口商品盈亏率出口商品盈亏率 出口销售人民币净收入出口总成本出口销售人民币净收入出口总成本 出口总成本出口总成本 出口总成本是指出口商品进货或生产成本加上出口前一切费用和税金。出口销售人民币净收入是指出口商品FOB价按外汇牌价折算成人民币 第27页（2）Foreign exchange cost of export products 出口商品换汇成本 出口商品换汇成本核实是指该商品出口净收入一美元所需人民币总成本。或者说，用多少人民币换一美元。其公式为：出口商品换汇成本出口商品换汇成本 出口总成本（人民币）出口总成本（人民币）出口销售外汇净收入出口销售外汇净收入 出口商品换汇成本也是用来反应出口商品盈亏情况一项主要指标。它同上述出口商品盈亏率有着内在联络，即出口亏损率越大，换汇成本越高，反之就低。这种核实方式是从商品换取外汇成原来考评经济效果。第28页（3）Foreign Exchange Value-added rate 外汇增值率 外汇增值率是指商品加工后成品出口外汇净收入与原料外汇成本比率。其公式为：外汇增值率外汇增值率 成品出口外汇净收入原料外汇成本成品出口外汇净收入原料外汇成本 原料外汇成本原料外汇成本 假如原辅料是用国内产品，其外汇成本能够比照该原辅料FOB出口价格计算；假如原辅料是进口，应该按原辅料CIF进口价格计算。经过成品出口外汇净收入和原料外汇成本对比，可看出成品出口外汇增值情况，以考评某一商品是出口原料还是出口成品较为有利。尤其在经营进料加工出口商品时，此核实有很大参考价值。第29页